IAB Europe's Attitudes to Programmatic 2023 Report

In order to understand the status of programmatic adoption across Europe on both the buy-side and sell-side of the digital advertising industry, IAB Europe’s Programmatic Trading Committee developed the Attitudes to Programmatic Advertising survey in 2015. Now in its ninth year, the study has become an industry benchmark to show how programmatic advertising attitudes, adoption and strategies are evolving.

The survey attracted respondents who command significant volumes of advertising supply and demand. The vast majority of the respondents manage annual advertising budgets of over €11m.

The survey asked about the following areas:

• How much programmatic is used for different formats (display, mobile and video)
• Drivers and barriers to programmatic investment
• Operational models used for programmatic
• Measurement and data strategy
• The future of programmatic investment

Check out the press release here and download the report below to discover the following highlights and more:

• Resilient Programmatic Investment: Discover how the industry is rebounding from the challenges of 2022.

• Evolution of Operational Models: Explore the in-housing shift for advertisers.

• Drivers & Barriers to Programmatic Investment: Find out how cost and operational efficiencies drive investment for the buy-side and how concerns about the quality of media have become a barrier. 

• Measurement & Data Strategy: Learn about the rise in first-party data usage and the resurgence of third-party data usage in the industry.

• Future of Programmatic: See how AI has emerged as the number one key driver of programmatic growth for advertisers.

• Progress Towards Net Zero: New for 2023, explore how the industry is increasing its focus on sustainability.